ORLANDO, FL. – Premium pet brand Natural Balance showcased its new branding and products at the Global Pet Expo March 23-25 in Orlando. The rebranding introduced new product packaging and a new logo as well as two new dog product lines.
According to Natural Balance, the brand change reinforces its commitment to providing pet parents with limited-ingredient dog food. The new logo alludes to the company’s history, but with a more energizing and modern look to breathe new life into the entire brand. The new packaging features clean images and simple communication to reflect the company’s return to an independent private label focused on food safety and quality.
“We didn’t start Natural Balance just to make good pet food,” said Brian Connolly, CEO of Natural Balance. “We wanted to challenge the status quo with an intentional and inventive approach focused on improving the health and well-being of pets through functional nutrition with a feeling of invigoration and energy, all of which are two essential to our growth.”
Natural Balance also updates all graphics and images for its entire company and products.
“Over the next few years, Natural Balance will tackle a massive creative makeover, breathing new life into all of its products with refreshed graphics, new formulas and a focus on connecting with consumers in new ways,” said said John Sturm, Chief Revenue Officer of Natural Balance.
Along with the rebranding, Natural Balance also launched two new dog food lines – Limited Ingredient Freeze-Dried Raw and Platefulls – both of which are developed with the support of licensed veterinary technicians and pet nutritionists.
“We are excited about the innovation taking place across our portfolio,” Sturm said. “As pioneers in the limited ingredients category, we expect our brand to drive growth in the pet specialty channel – these two products are just the beginning.”
The limited-ingredient freeze-dried raw allows pet parents to add a splash of flavor and raw nutrition to their dogs’ diets, and can serve as a complete and balanced meal or as a garnish to any existing meal or treat, depending on Natural Balance. . The range is available in two varieties: beef and rice recipe and chicken and sweet potato recipe. The versatile product is minimally processed and formulated with unique animal protein sources and a blend of omega 3 and 6 fatty acids.
“When we acquired Natural Balance®, we immediately wanted to leverage the collective experience of our team of companion animal specialists. Speed to market for new innovations was high on our list,” added Sturm “Our line of limited ingredient freeze-dried raw products allows pet owners to offer their dogs this rapidly growing category as a complete and balanced meal, treat or garnish. The products are also formulated to complement our limited ingredient wet and dry foods.
The Platefulls range offers fresh “homemade” meals packaged in ready-to-serve 9oz pouches, convenient for dog owners. Platefulls are formulated with chicken, duck or beef as the first ingredient and are cooked in bone broth for added nutritional benefits and palatability. The range is available in three varieties: Salted Duck and Pumpkin Recipe, Harvest Chicken and Rice Recipe, and Tender Beef and Potato Recipe. Complete and balanced meals can also be served as a topper.
“Our all-new Platefulls bring delicious quality food in a stable form to pet owners and pet shop owners,” Sturm said.
Learn more about our Coverage of the Global Pet Expo.